Have you noticed Allstate’s campaign featuring the affable Dennis Haysbert? (He’s appeared in scores of films and TV productions, including “The Unit” and “24.”) The spots dub Dennis’s deep, distinctive voice, mid-sentence, over the voices of other on-camera actors.
Allstate owns an enviable market position as the folks who keep you in good hands. And it knows how to advertise; the brand’s “Mayhem” campaign with Dean Winters is just shy of magical.
But this voice-dubbing technique confuses me. (Recently, Subway used a similar trick, giving children’s voices to adults.) Instead of keying in on what is being said, I am distracted by how it’s being said. The sound of the words usurps the meaning of the words.
Yes, getting noticed is essential to an ad’s potency. However, a production gimmick that’s more memorable than the message makes me wonder: Is the brand in good hands?